The Art of Marketing

Date: March 19, 2014

Name: The Art of Marketing Vancouver 2014

Presenters: Seth Godin, Keith Ferrazzi, Nancy Duarte, John Jantsch, Brian Wong, and Mitch Joel

The seminar is very interesting and creative. All presenters provide their own unique views of their own marketing strategies. By learning from their experiences, we can create more stronger and effective marketing brand towards our current organizations. I will briefly summarize the knowledge I learn and inspire from each presenter.

Seith Godin

Traditionally, we believe if we push the market, people will buy because they want to be like others, but now the current market defeats that purpose. We need to show up differently and treat different people differently. We are in the connection economy, which means we create values by connecting with people. Human tends to like to do what other human beings are doing. We are trained to be followers because we want to fit in our society; therefore, we need to lead them, so we need to lead them by adding values of “Connect”, “Culture”, “Communicate”, Commit”, and “Clear”.

We need to bring passion, trust and care, so we can lead them. We shouldn’t be afraid or hide our fears because fear is a symptom of something and it is on to something.

“if we work a place that do not want us to do the art of marketing, we should leave.”

Nancy Duarte

We use symbols and stories to create a movement in our society. Our communication needs to move from report (Exhaustive) to Story (Dramatic). Furthermore, communication is like a journey, where we bring the big idea to many unique point of views. In any presentation, audience is the hero of the story instead of the presenter.

Freytag’s Dramatic Structure:

Exposition -> Rising Action -> Climax ->Falling Action -> Denouement

Presentation Structure can be displayed as sound wave. It always move from “What is” to “What could be”, and then to “What is”. At the end, it ends with the new norm.

“You have the power to change the world”

Mitch Joel

Marketing follows the four(ish):

1) Direct Relationship. The war of direct relationship is now all connection relationship with consumers. Everyone is entitle to have direct relationship with anyone. We can create different channels to create relationship. When we create values in the system, the values will return.

2) Sex with Data. Traditionally, our market strategy is linear or straight line. Now our society involves with circular relationship, which includes social media and network. Therefore, we need to personalize the data to create the ability to provide different values. Example will be Amazon and price check

3) Utility. We cannot just advertise the products to our consumers, yet we need to create values with utility for the consumers. Dish tip app, Sit on squat app, and LEGO 3D are examples that provides more than services. They provide useful information to enhance consumers’ experiences.

4) One Screen. We are moving from multiple screens (computers, laptop and mp3) to one screen (Iphone). The only screen that matters is the screen in front of the consumers.

John Jantsch

We need to stand out of the crowd and rethink the customers’ experience. In addition, we should avoid the crowd because the crowd makes us boring, predictable and change.

“Creating loyal customers is mostly about the right customers choosing you”

Three main keys are Clarity (Why, Who, and What), culture (Transparency, Autonomy, and Consensus), Context (Narrative, Language, and Community). All three keys together create the drive of marketing.

The traditional organization map follows from marketing, content, sales and then service. However, 57% of a typical purchases decision is made before a customer has been talk to. We need to modify the organization map that follows “Know”, “Like”,”Trust”, “Try”, “Buy”, “Repeat”, and then “Refer”.

“Listening is prospecting, teaching is presenting, Insight is information sharing, story building is nurturing, networking building is closing”

“Anyone can make anything, but only the new breaks something else”

Brian Wong

Mobile life is like a series of moments. We live in moments, we consume in moments and we want things now. The ability to generate emotion is significant because it creates happiness. The science of happiness is PERMA (Positive Emotion, Engagement, Positive Relationship, Meaning, and Achievement).

The Five learning in moments are

1) More Can Happen than just an impression.

2) Not All moments are crated equal.

3) Respect the user and magic will happen

4) Behavior defines rewards; rewards do not define behavior.

5) There is scale, but not in reach and Frequency.

Keith Ferrazzi

A simple rule of relationship in our society is that they think they do not want to have one with you. Instead, relationship links with generosity. We start to grow our relationship from the age of 3. As we get older, the world will show less relational. In order to be related, we need to be care, bonded and generous. We need care for each others’ success.

Great brand starts when they are vulnerable because that is when you reach out and create value for others. We can accelerate relationship by prepare (Research people), proactive (Mindsets) and follow up (Generosity). We need to lead with generosity, intimacy, candor, and accountability.

“Never be afraid to ask, the worst anyone can every say is NO”